Big Street, the outdoor arm of Reliance Broadcast Network, has bagged exclusive advertising rights for the 483 strong bus network of the Chandigarh Transport Undertaking (CTU), which includes 116 low floor and 67 high floor intra-city buses, 200 inter-state buses, 60 CTU Jawaharlal Nehru National Urban Renewal Mission (JNNURM) intra-city low floor buses and 40 AC low floor buses.
The win comes close on the heels of the completion of a similar contract, as part of which Big Street won the advertising rights to 416 buses. The latest contract is valid till May 2012. Besides, the agency also has ad rights for 3,000 Haryana Road Transport Corporation (HRTC) buses.
Advertising display on buses comes in the form of vinyl wraps on the exterior. The agency will offer interior branding only for the low floor buses in the fleet.
Confirming the development, Rabe Iyer, business head, Big Street, Big Live and Big Digital, says, "Bagging the CTU tender reiterates our endeavour of delivering reach and impact in OOH-dark markets such as Chandigarh. Moreover, with HRTC and CTU, we will be able to deliver significant reach for our clients in North India."
He believes this is an exciting time for the OOH (out of home) industry, which is getting highly organised with the entry of large corporates as well as availability of media advertising space. According to him, this contract will ensure that Big Street is one of the leaders in the outdoor advertising space, creating futuristic avenues for both current and prospective advertisers.
The buses will take Big Street's reach not just within Chandigarh but across states such as Delhi, Jammu and Kashmir, Rajasthan, Himachal Pradesh, Punjab, Uttaranchal and Uttar Pradesh (West), touching more than two million people on a daily basis. According to industry experts, the property will attract advertisers from categories such as telecom, consumer durables, retail, education, BFSI, media and entertainment and health care.
Some of the clients who have advertised on these buses earlier include Videocon, Khalsa College, Sony, Titan, Zoom TV, Chandigarh Aids Control Society, Eicher Tractors and Lux Cozy.
This is the second big win for Big Street in this week. Early this week, the agency bagged the advertising rights to 21 stations on Line 3 of Delhi Metro, which extends from Indraprastha via Barakhamba Road to Dwarka.